企业公开致歉信的语类结构及语义特征

The Generic Structure and Semantic Features of Company Public Apology Letters

文章将系统功能语言学的语类理论和评价理论相结合,分析汉语企业公开致歉信的语类结构潜势和语义特征,特别是评价意义特征.研究表明,企业公开致歉信的语类结构由语境配置变量所决定,呈现一定的规律性.企业公开致歉信中的各类评价意义分布呈现不均衡特点,而其中每个成份中体现的评价意义也各有侧重.这些特征反映出企业方希望获得谅解,并说服消费者继续使用其产品和服务的交际目的.而企业公开致歉信频上热搜这一现象根源在于我国消费环境的改善.

Based on Genre Theory and Appraisal Theory within the framework of systemic functional linguistics,this article aims to investigate the generic structure in company public apology letters written in Chinese as well as their semantic features,especially in terms of evaluative meaning.This study shows that the generic structure of this type of letters determined by its contextual configuration presents a certain degree of regularity.Besides,evaluative meaning of different types is unevenly distributed throughout the letter and different structural element manifest different type of evaluative meaning.These language features fully reflect the companies’communicative purpose,which is to obtain forgiveness from consumers and persuade consumers to continue using their products and services.As for the hot phenomenon that many companies issue public apology letters on Weibo,the reason lies in the improvement of consumption environment in China.